Online Marketing Channels
Broadband and other technology innovations have made it possible for marketers
to more easily deliver rich audio or video content than ever before. And
broadband adoption hasn’t hurt either. In 2005, broadband was used by 60% of
the Internet users and is projected to increase to 83% by 2008. These factors
combined are allowing marketers to create more engaging experiences for their
target audience. From video to flash and other options like podcasts and
vodcasts, marketers are getting extremely creative with the way they deliver
content. No longer static experiences are more rich, vibrant and engaging. Users
are responding well to this type of content since it’s easier to absorb and takes
less effort on their part. The bottom line is, consider dusting off those ideas
you’ve had for a robust flash application, video or audio content – now is the time!
According to Forrester Research, the audience marketers can reach with advergames now extends from young consumers to older consumers and women. Research also shows that gamers have a high level of recollection when it comes to in-game advertising. Marketers are taking several approaches to advergaming. Some are creating viral, interactive games in hope that it will draw in potential customers, make them more brand aware, or just keep them on the website longer. Other marketers are turning to advertising within popular games – similar to product placement in television and movies. Advergames are being used for branding, viral marketing, promotions and email acquisition.
With companies like Starbucks, Coca-Cola, Toyota, Subway and others implementing a wireless strategy many marketers are starting to take notice. Let’s face it, with an estimated 194.6 million mobile phone subscribers in the
United States, our days of success with mobile marketing are right around the corner. Statistics show that for the most part teens, young adults, and highly affluent business travelers are most receptive to wireless marketing. Today, wireless marketing is offering new options for reaching consumers with sweepstakes, coupons, content delivery, loyalty programs, information updates, sports scores, surveys, ringtones and wallpapers.
With MySpace leading the charge, social networking has become a phenomenon
and a new way for marketers to reach consumers who share opinions, insights,
experiences and perspectives online. In addition to myspace, other social
networking sites include:
- Facebook.com – Geared toward college students - LinkedIn.com – Aimed at professionals - Orkut.com – Has a massive international presence, especially S.America. - Eats.com – A restaurant portal that is combined with reviews, google _mapping and friend lists.
- Yahoo 360, MSN Spaces & AIM
Marketers are using these sites as a way to better connect with their audience by
either creating profiles for their mascot and/or brand or placing paid
advertisements, using Hyperadvertising – more on this topic later. Estimates
indicate that by the end of 2008 marketers will spend a total of 450million dollars,
and a staggering 1.8 Billion dollars in advertising by 2010.
In today’s world of consumer control and word of mouth, it’s no surprise that
marketers are taking a closer look at the content that their target audiences and
other users are creating online – User Generated Content.
Falling into the user generated content category are things like blogs, eBay,
Flickr, YouTube, and Wikipedia to name a few. Some marketers have taken the
step to solicit user content by asking them to send in clips of themselves using a
product or send in advertisements the users have created. In the world of
Web2.0, consumers expect to be able to give and receive feedback and the
companies that embrace that mentality are going to create a tighter brand
relationship with their customers.
RSS stands for Really Simple Syndication. And in a really simple definition RSS
is a technology that distributes new content when it is posted to a website. RSS
uses a Reader to grab new information from websites that the user subscribes to
and displays the information in a single location. iGoogle is a perfect example of
a web-based RSS reader, users are able to add multiple website’s content into
their customized home page. This year 40 percent of marketers allocated budget
What is web 2.0 Anyway??
The rule is users add value.
The network is the platform and the rules for business are different
Engaging users and building databases that get better the more users input into
the system. The applications can run on computers, mobile phones and kiosks.
Web 1.0 –> Web 2.0
DoubleClick –> Google AdSense
Ofoto –> Flickr
Akamai –> BitTorrent
mp3.com –> Napster
Britannica Online –> Wikipedia personal websites –> blogging evite –> upcoming.org and EVDB
domain name speculation –> search engine optimization
page views –> cost per click
screen scraping –> web services publishing –> participation
content management systems –> wikis
directories (taxonomy) –> tagging (”folksonomy”)
stickiness –> syndication
It's an understatement to say that AJAX is hot right now. There's a lot of hype; no one can
argue that. It went from a geek buzzword in February to being profiled on CNN in
October. This is a training session initiated by the consulting team in Beijing, OgilvyOne
office. This session covered basic knowledge of Ajax, shorthand for "Asynchronous
introduction to this technology.
Google API – Google Earth – Yahoo Maps - Flicker Maps
CSS FLUID LAYOUT
Email Marketing (stand-alone)
The age-old challenge for marketers has been not only identifying customers but also figuring out what makes them tick -- determining which campaign elements move them to buy and which don’t. And according to a new JupiterResearch survey commissioned by Silverpop, a leading email service provider, these challenges continue to confront marketers today in the fast-paced world of email marketing.
The survey polled 422 email marketers and agencies email marketers about their challenges and the assistance they seek from ESPs. Nine out of 10 respondents use or plan to use an ESP or similar application within the next 12 months.
When asked what their greatest challenges in conducting email marketing are, 34 percent of marketers report that a lack of customer data is the highest hurdle they face. Thirty-two percent struggle with analyzing campaign results.
Benefits of Online Marketing for the Environment